Event Sponsorship

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Event Sponsorship

• Show Me The Money

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downtownmorganton_at_compascable.net
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Overview

• Research and Development
• Prepare for the Sell
• Close the deal
• Keep them coming back
• Final Thoughts

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Research Development

• Why Be a Sponsor
• Sponsorship Opportunities
• Pricing
• Hit List

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6 Main Reasons Why Companies Embrace Sponsorship

• image enhancement
• driving sales
• increasing visibility with positive publicity
• to take on a Good Corporate Citizen role
• to differentiate from ones competitors
• to enhance business, consumer, and VIP relations.

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They Want to KnowWhat do they get for their

• Determining Value...biggest impacts
• Benefits offered
• Market Size
• Attendance or of impressions
• Prestige of event/attraction/organization
• Newsworthiness
• Partner opportunities
• Payment options
• Hospitality area

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Make a list of Sponsorship Opportunities

• Naming Rights/title/presenting
• Official sponsor designation
• Special event sponsorships
• Product sales
• Discount ticket
• Register to win
• Cause-related marketing promotions
• In-Kind opportunities (a.k.a. expense reduction)
• VIP tickets
• Hospitality
• Collateral Mentions
• Press releases newsletters brochures
• Advertising Tags
• Radio TV direct mail
  outdoor print
• Web site feature and link
• Product sampling/coupons
• Product displays/sampling
• Signage/banners
• Non-competitive

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Take List Determine Levels

• Sponsorship Opportunities
• Level I 30,000 - 40,000 OVERALL VALUE
  36,000
• Noted overall sponsor of festival with emphasis
  on City Stage 15,000 value
• Sole sponsorship of 6 TGIF concerts, 18,000
  value
• Shared sponsorship with Hot Diggity Dog Festival,
  3,000 value
• Level II 20,000 29,999 OVERALL VALUE
  27,000
• Noted overall sponsor of festival with emphasis
  on City Stage, 15,000 value
• Sole sponsorship of 4 TGIF concerts, 12,000
  value
• OR
• Noted overall sponsor of festival with emphasis
  on City Stage, 15,000 value
• Hot Diggity Dog Festival, 3,000 value
• Sole sponsorship of 3 TGIF concerts, 9,000
  value
• Level III 10,000 19,999 OVERALL VALUE
  15,000
• Sole sponsorship of 1 TGIF concert and shared
  sponsor with 2, 6,000 value
• Title sponsor with Hot Diggity Dog Festival
  5,000
• Sponsor at your choice of area in The Historic
  Morganton Festival, 3,000 value
• OR

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Levels of Sponsorship

• Level IV 3,000- 9,999
• Depending on the amount given within this range,
  you may choose an area within any one or two of
  the events listed. Ex. City Stage, Stage II at
  Festival OR Tour dArt OR one night of TGIF
• Level V 1500 - 2500
• You may choose to participate in any one of the
  events listed. Individual stages like Kidzone or
  the Chalkwalk within the Tour dArt can be titled
  with your company name if the amount is 2,000 or
  above. Ex. Burger King Kidzone Stage
• Level VI 750 - 1499
• You may choose to participate in any one of the
  events listed
• Sponsorship will be shared
• Any signage hung must be provided by the company
• Booth space is not available to Level VI sponsors
  (for use of on site sampling or promoting of
  product)
• Signature Sponsors 749 and below
• You may choose to participate in any one of the
  events listed.
• Any signage hung must be provided by the company
• Booth space is not available to signature
  sponsors (for use of on site sampling or
  promoting of product)

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PricingIndustry StandardsDOES NOT reflect
sponsor cost

• Benefit
• PA Announcements
• Banners/mentions on tickets
• Logo in brochure/program
• Couponing
• Sampling
• Advertising Commericals
• Advertising Tags
• Tickets
• Parking
• Use of Mailing list

• Value per impression
• .0025 per impression
• .02
• .02
• .15/coupon
• .15/sample
• Rate card value/not non-profit rate
• Rate card value X 10
• Retail cost
• Retail cost
• .15-.30 per name

understand cost of acquiring a new
customerGoogle it.
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Intangible Benefits

• Prestige Factor of Event
• Number of Years Organization or Event has
  happened. (sometimes a 1st year event is more
  beneficial)
• Appeal of audience demographics
• Exclusivity vs. Multiple

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Create and/or build on a hit list

• New businesses in your market
• Area grocery chains
• Review products sold at your event
• New products available in market
• Chamber book
• The Newspaper ads
• Magazines
• Trade Journals
• Friends/Board
• Web

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Contacting National Companies
Characteristics of Companies most likely to say
YES

• Companies based in your hometown
• New companies coming to the area
• Companies already sponsoring something else
• Competitors
• Companies w/a logical tie-in
• Companies undergoing a name change
• Companies looking to reach your demographics
• Note Color coupons in the Sunday newspaper are
  called Free Standing Inserts or FSIs. Means co
  has to spend.

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Preparing for the SELL

• Know who you are visiting
• Decide on your sales pitch
• Have a package in hand
• Be prepared to negotiate
• Be flexible within reason

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Developing the Proposal

• Overview
• History
• Demographics Data
• Schedule of Events
• Benefits you will provide
• What sponsor will provide
• Investment
• Summary
• Deadline
• Supporting pieces (brochure, press clips, etc
  from past events)

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Closing The Deal

• Mail advance information
• Follow-up call to make an appointment
• Be sure to ask what their expectations are?
• Listen
• Decide if proposal you prepared or had in mind
  still fits
• Deliver with confidence
• Give a deadline
• Firm handshake

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Keep Them Coming Back

• Recap Sheet
• Thank you letters

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• Historic Morganton Festival, Inc (HMF, Inc.)
• 2006 Recap
• HMF, Inc produced 13 TGIF concerts, 1 Tour dArt
  - special event, and 1 large outdoor festival,
  The Historic Morganton Festival,
• TGIF ran every Friday night May through August
• The June 23rd concert was rained out but
  rescheduled and held the first Friday in August.
• Alcohol sales were up overall by 40
• Three car shows were held (one each month) as a
  part of TGIF
• Both WMNC and KICKS radio stations were on site
  all 13 nights (the addition of WMNC as a sponsor,
  brought an entirely new crowd out)
• The News Herald ran a full page weekly ad that
  promoted each Friday and name of band (In 2007,
  year round sponsors and weekly sponsors will be
  added to this page)
• Average attendance was 2200 with the largest
  crowd being 3000.
• The Tour dArt weekend had great weather, but
  unfortunately after 7 years, has run its course.
  Participation in all the new events was
  excellent, but the fine arts show simply did not
  attract enough people to warrant continuation of
  this project. (It has been replaced in 2007 with
  2 events within the TGIF event)
• The Historic Morganton Festival was held
  September 7 8 under beautiful skies with
  temperatures in the low 80s for a high, 60s for
  a low. Attendance was steady during both days,
  with the crowds swelling to capacity during the
  evening hours. (overall estimated attendance
  65,000)
• The playland had record sales, double anything in
  past history. Most of this was due to additional
  rides and new layout. The new layout was a huge
  improvement over past years, and greatly reduced
  the long lines.
• Pepsi sales were up 40, food vendors up 20. (4
  new food vendors were added to the lineup due to
  long lines and reaching capacity for sales with
  professional food vendors during evening hours)
• City stage was dropped another 100 back down
  Green Street in an effort to provide more room
  for the crowds. (The decision has been made to
  add several large screen video monitors in 2007
  so that more people can see the stage)
• Teen Zone was sluggish overall in ride sales, but
  the bungee jump once again surpassed last year
  sales. The DJ dance party was a huge hit this
  year and controlled.

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• Recap of Media for all events
• TGIF 2006
• Printed Materials
• 40,000 insertions in Val Pak for each month
  April, June (placed in Morganton and Hickory
  area)
• 8,000 insertions in City of Morganton cable
  billing Food Lion logo on mailer
• 10,000 flyers distributed in regional Food Lion
  Stores and downtown businesses (overruns of the
  Valpak flyer are done just for this purpose)
• 500 table tent cards are placed in area
  restaurants. Food Lion, Pepsi, Case Farms only
  logos listed year round sponsors)
• 200 full color posters printed.
• Historic Morganton Festival 2006
• Food Lions regional stores, Case Farms, Leviton,
  Wal-Mart and Morganton Honda hung banners for 3
  weeks announcing that they were sponsors of the
  Historic Morganton Festival
• Food Lions regional stores participated in a
  giveaway promotion with Pepsi of Hickory and
  KICKS 103 radio that ran the month of August.
• Food Lion Banners, KICKS, Morganton Honda and
  Case Farms hung on 3 locations over streets in
  downtown, 1 week prior to the event
• On-site Opportunities taken by sponsors
• Food Lion had
• 20X20 space in Professional food vending court in
  prime location to City Stage for purposes of
  fundraising at no charge
• 2-Kiosk locations at the main intersections on
  the event concourse
• 70 frontage in prime location on the event north
  concourse for Food Lion promotional event rig
• City stage recognition with giveaways thrown from
  stage by Food Lion reps both nights
• Kicks with Morganton Honda had

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Final Thoughts

• Commitment to Quality
• Only Promise What You Know You Can Deliver and
  then Over Deliver